Video: Watch Apple’s Jonny Ive Geek Out Over Reductive Design

Here’s Apple’s head designer Jonny Ive geeking out over reducing lots of parts to one single, unibody part — beautiful.

From the recent ‘Objectified’ documentary about industrial design.

About the author

Leander KahneyLeander Kahney is the editor and publisher of Cult of Mac. He is the NYT bestselling author of Jony Ive: The Genius Behind Apple's Greatest Products; Inside Steve’s Brain; Cult of Mac; and Cult of iPod. Leander has written for Wired, MacWeek, Scientific American, and The Guardian in London. Follow Leander on Twitter @lkahney.

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